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1. Executive Summary
Growth Drivers
Local raw material supply : Increase of MSMEs
in textiles through Atmanirbhar Bharat
Increase in Internet Penetration : ~30% YoY
growth driven by telecom firms like VI, Jio, Airtel.
This will enable us to utilize technology as key
growth driver
Total & Target Market Size
Currently, Indian fashion
industry’s market size is
~90 billion Dollars, which
will touch 190 billion by
2026
With increasing
awareness, we can
touch a revenue of USD
0.72 billion in next fives
years
Competitive & Market Analysis
• Companies like Reliance Fashion and ABFRL started
investing in sustainable fashion space which will
provide tough competition in near future
• A growing middle class with increasing disposable
income with propensity to consume rather than save
• New companies like 11-11, Abraham & Thakore are
entering into this market
• Currently, sustainable fashion is costlier due to lower
economies of scale. Companies are targeting only
premium customers in this segment
Production
• Development of Co-
operative societies in
dividend – profit sharing
model of artisans and
providing facilities to
increase efficiency
Infographic
Sample text
Raw Material Procurement
• Identification of raw
material supplier who are
following sustainable
practices
• Design & Implementation
of sustenance audit
process to check
adherence of processes
• Reducing wastages in
forecasting and transits by
adopting technology & IT
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2. Executive Summary
Indian Fashion Industry
TAM~$90 billion
• NFTs : Using blockchain backed NFTs for
clothing items to identify genuine products
from counterfeits and to make customers
cognisant of the green efforts undertaken at
every step for manufacturing the item
• VIRTUAL TRIAL ROOMS : to enable
customers to make Virtual Avatars of
themselves using the items they want to
purchase, before taking a decision to buy. We
would give them to move into the Metaverse
with these avatars, once it is more
commonplace
• QR CODEs in retail outlets : Strategic
positioning of QR codes at Retail outlets which
would tell customers about the company’s
motto and the positive changes in it is bringing
forth.
• CONSULTING- FASHION EXPERTS &
PEERS : Customers would be given a chance
to consult on fashion choices with industry
experts (by charging a premium) and also with
local peer experts before making purchase
decisions
After conducting a primary &
secondary survey on customer
expectations, behavioural patterns,
we noted the following data:
• 43% of consumers have not
heard about sustainable fashion
• 64 % consumers who’ve heard
about sustainable fashion will buy
if better design, styles /range will
be available
• 58% consumers will buy if price
becomes competitive
INFERENCES :
1. Customers consciousness about
sustainable fashion is not
appreciable and the foremost
strategy should be customer
awareness.
2. Customers who are aware will
make purchase decisions if a
competitive price point is on
offer.
Segment
Acquisition &
Retention Strategy
Premium Customers (Ticket
Size>2.5 times of average)
• Showcasing our practices
across value chain and creating
a movement
• Awarding “Green Contributor”
title and make them proud.
• Providing dedicated consultant
services on becoming our key
customer
Non-premium sustainable aware
customers
• “Green Loyalty Program” to
capture customers on an earn
per referral basis.
• Showcasing our practices
across value chain and creating
a movement
Non-premium sustainable
unaware customers
• Informing people about
environmental impact of
fashion industry
• Partnering with social media
influencers to promote
products through their content
SURVEY RESULTS
CUSTOMERS: SEGMENTATION, ACQUISITION &
RETENTION STRATEGY
TECHNOLOGY DRIVEN INNOVATIONS

3. Present Addressable Market & Potential for future Growth
Estimated
Obtainable
Market
~$0.72 bn
Total value of the Indian fashion
industry is estimated to be
~$90bn in 2022
Approximately 20% of the total
Indian fashion industry is
estimated to be cognizant of
sustainable fashion
We expect to capture just over 10% of
the target market(40% of SAM) in 5
years by investing heavily in
marketing, and selling both direct to
consumer and via major platforms (e.g.
Amazon)
Indian Fashion Industry
TAM~$90 billion
~20% of the industry
will have purchases
from individuals with
>$9500 annual income
SAM~$18 billion
Low Labor Cost : Average labor cost
significantly lower than comparable
economies
Robust National Supply Chain :
Resilient Supply Chain through PM Gati
Shakti & other schemes
Local raw material supply : Increase of
MSMEs in textiles through Atmanirbhar
Bharat
Increase in Internet Penetration : ~30%
yoy growth driven by telecom firms like
VI, Jio, Airtel
Factors Affecting
Growth of Indian
Fashion Industry

4. Competitive Analysis and Exploring Potential Business
Challenges for entering and capturing the Indian Market
Weaknesses & Threats
• Competitors like reliance with
deep pockets may pose threat
by launching price war
• Low barriers for entering into
the market poses threat of low
margin in growth phase
• Changing government policies
for FDI may pose a threat in
future
Key strengths &
opportunities
• A growing middle class with
increasing disposable income
with propensity to consume
rather than save
• Firm’s global presence in USA
will attract customers towards
brand
• Firm’s competency in building
sustainable value chain will be a
competitive advantage
Existing players
• Companies like 11-11, Abraham
& Thakore are entering into this
market
• Existing companies like
reliance, ABFRL have started
making investment in
sustainable fashion industry
• Start-ups like Loom Art, Aslee,
Beej are using the Make In
India campaign to carve out a
market space for themselves
Price structure
• Currently, sustainable fashion is
costlier due to lower economies
of scale
• Companies are targeting only
premium customers in this
segment
• Pricing strategy opens up wide
opportunities in this area along
with option of entering into rental
clothing space
Competitive
Analysis

5. Primary and Secondary Research Analysis highlighted Gaps &
Consumer Motivation factors for Sustainable Fashion Industry
Awareness
about
Sustainable
fashion
Key drivers to
buy
sustainable
fashion
products
43%
82%
• 43% of consumers have not heard about sustainable fashion
• Consumers do not consider fashion industry among top 3 contributor of pollution
19% • Consumers have good knowledge about sustainable fashion but have never tried buying it
12% • Consumers have bought sustainable fashion goods in past
63% • Consumers believe that fashion should be responsibly produced, others are unclear or unconcerned
Research
highlights that
consumer is not
aware about
sustainable fashion
industry and their
impact on
environment
64%
58%
• Consumers who heard about sustainable fashion will buy if better design, styles or range will be available
• Consumers will buy it if price becomes competitive
53% • Consumers will buy if clear labels or certification on products showing that they are sustainable
41% • Consumers will consider if brand communicate benefits and impact of buying sustainable products
23% • Consumers will buy if sustainable fashion become new trend
1. Consumers will
be motivated to by
sustainable fashion
if it becomes new
trend and brand is
market its benefits
with proof of
authenticity
2. Design and price
will remain key
decision factors
SOURCES:
1. https://thevoiceoffashion.com/sustainability/india-sustainability-report-/editors-letter-the-india-sustainability-report--3561
2. https://in.yougov.com/en-hi/news/2019/08/06/more-8-10-indians-are-open-buying-sustainable-fash
3. Team research

6. Product and customer segmentation & rental model strategy
• Clothing range to vary as per seasonal,
religious and demographic variations across the
country.
• Focus on recyclable clothing, with incentives on
establishing a reverse supply chain
Clothing
• Green cosmetics
placement
strategy by
sourcing from
natural
ingredients
Cosmetics
• Footwear to vary as
per demographics,
climate.
• Sustainable
procurement without
animal cruelty
Footwear
• Accessories like bags, belts,
wallets, sunglasses,
headgear
• Product placement with
associated clothing and
jewelry to create overall
customized outfits
Jewelry Accessories
PRODUCT MIX
• Gender specific jewelry
segments to cater to
increase in cross-gender
demands
• Focus on local sourcing and
leveraging India’s position
as a jewelry exporter
RENTAL MODEL FOR QUICK REVENUE
GENERATION
• The fashion rental market, which involves the provision of
clothes with a longer life while reducing fashion consumption,
expanded exponentially, especially post-pandemic.
• This would work in tandem with the company’s sustainability
agenda, as it is estimated that a 10-percentage point
reduction in industrywide overproduction, can help reduce
emissions by 158 million tonnes by 2030.
• Initially, to establish good relationships with customers, we
suggest leveraging multiple channels. The principal means
would be a digital platform that allows customers to browse
fashion items, book their selection, pay a rental fee & receive
items on a fixed date.
• The second key marketing communication channels are
social media platforms, which can be used to publish pictures
of new clothes or accessories available for rental,
communicate new events, and special sales with the aim of
increasing the number of followers and rental service
testers.
• The main revenue streams stem would stem from rental fees
and subscriptions with a future focus to convert one-time
borrowers to move into a subscription-based model, thereby
ensuring a constant cash flow.

7. Identifying indigenous
artisans and
communities across
India to promote their
work sustainably
Development of
various
centers/facilities to
train people and work
ergonomically
Convincing communities
to work for our brand
and train them with
latest technology to
improve efficiency
Quality checks and
final dispatch of
products to central
manufacturing unit
Identifying
Communities
Setting up
facilities
Quality
assurance
and dispatch
Onboarding
and training
• Targeting traditional Cooperative societies and establishing manufacturing hubs as an integral
part of organization with limited share holding pattern, organizing fragmented manufacturing
units at various locations with latest infrastructure.
• Partnering with NGOs and local government for upliftment of artisans and promotion of these
products.
02
Sharing profit dividends with societies
through share holding – promoting
participation
04
01
Sustenance and development of
traditional art and fashion and gaining
goodwill of society
03
Cooperative
Societies
Additional access to customer base interested in
traditional Indian products
Local Artisan Upliftment– Providing financial
stability
Promoting Traditional fashion products by developing Cooperative
Societies and facilities for production by Profit Sharing Model

8. QR Codes
Sales Executives
Jute shopping bags
Customer Loyalty
& Referral points
Enhancing Consumer Reach by adopting Multi-Channel strategy and
increasing awareness & satisfaction
COMPANY
STORES
QR Codes will redirect scanners to online information about sustainable fashion, our brand, its sustainable supply chain & product line
Digital dimension - Leverage shoppers' engagement
Sales Executives to interact with existing and potential customers to educate them about sustainable fashion
Awareness – Marketing
Jute shopping bags with brand promotion, which if brought back will fetch discounts to existing users
Sustainable practices – Brand Advertisement – Incentive for repurchase
Customer Loyalty & Referral points based on contact numbers that would benefit both existing and new shoppers
Customer retention – New customer acquisition
Company Website
& About Us
Company Logo
Explore product
line & place orders
Third Party apps
ONLINE
What is Sustainable fashion, vision & mission of the firm and the business including what we offer and how we intend to take it forward
Customer consciousness – Social responsibility – Goal alignment
Introducing and promoting the brand’s green initiative through a bold logo to help shoppers connect with the brand idea better
Visual Communication – Brand differentiation
The entire product range including the description, price, and features along with purchasing options
Product line up – Customer engagement
Expanding delivery channels through collaborating with third-party apps to reach a wider customer base
Multichannel approach – Reach Expansion
QR Codes
Company Logo
STORES
QR Codes will redirect scanners to online information about sustainable fashion, our brand, its sustainable supply chain & product line
Digital dimension - Leverage shoppers' engagement
Introducing and promoting the brand’s green initiative through a bold logo to help shoppers connect with the brand idea better
Visual Communication – Brand differentiation

9. Awareness Consideration Acquisition Engagement Loyalty
Launching social media
campaign to spread
awareness about
sustainable fashion-
1. Informing people about
environmental impact of
fashion industry
2. Showcasing our
practices across value
chain and creating a
movement
3. Hiring fashion
consultants to interact
with costumers
Adopting direct and
surrogate marketing
methods on multiple digital
platforms-
1. Partnering with social
media influencers to
promote products
through their content
2. Launching “share your
experience” campaign
to spread word of
mouth and creating new
fashion trend
3. Consultants suggesting
products to customers
based on specific needs
Acquiring customers by
adoption of technology and
listing products on multiple
online/offline platforms-
1. Creating link embedded
social post to redirect
customers to buy
product instantly
2. Utilising technology like
AR/VR to convert
customers
3. These consultants will
create online
community to create a
buzz for our brands
Staying in continuous touch
with customers through
engagement activities to
feel them proud for being
part of noble community-
1. Continuously updating
about our new product
offerings
2. Inviting key customers
to our local campaigns
and feature them in our
stories
3. Awarding “Green
Contributor” title and
make them proud
Launching “Green Loyalty
Program” to retain and
acquire customers-
1. Program will provide
them extra points on
each buy which can be
used as cash in future
purchase
2. Loyalty points will be
awarded to both on
successful referral
3. Providing dedicated
consultant services on
becoming our key
customer
Devising customer Acquisition & Retention strategies by
spreading Awareness and community building as key attraction

10. Unlocking Growth Potential by adopting Novel Technologies
like NFT, Virtual Trial Rooms in Value Chain
Non-fungible Tokens (NFTs)
• NFTs will assist the shoppers to validate the
brand authenticity for products bought via various
available channels preventing counterfeits
• NFTs can help consumers go through and verify
the green initiatives by tracing back the product
journey & proudly be a part of the same
Web-based Consulting
Virtual Trial Rooms
QR Codes
• Enabling Virtual Trail Rooms for
improved fit checks while shopping
online, also facilitating lesser returns
• Avatars based on size and body type
inputs to give a fairly accurate idea of
the product and enhanced shopper
experience
• An online community platform where
customers can discuss their product
choice and fit checks with peers before buying
• The customer can have an option to upgrade its
membership to access premium features like
consulting fashion experts online
• Strategic positioning of QR codes at
departmental and company-owned
retail stores
• Scanning the QR code will redirect the
shoppers to the information about the
firm’s vision towards Sustainable
fashion and how it’s taking forward the
green plunge

11. Awareness
about
sustainability
Regulatory
challenges
Diverse
Market
Condition
Rapid
change in
technology
Potential Risks that needs to be considered and
Strategies for future growth
India is a very diverse market having different fashion
needs across region & demography, this required high
variety and continuous innovation to gain and retain market
share
Customer and our partners needs to be educated towards
sustainability and technology to fit into our value chain
Rapid change in technology required continuous
investment to remain leading tech driven fashion company
which may impact bottom line of the company
A significant number of licenses are required for new
entrants, so executives should beware of the potential for
complicated negotiations as India ranks 81st out of 180
countries on its Corruption Perception Index
Rapid change in technology required continuous investment to
remain leading tech driven fashion company which may
impact bottom line of the company
Risk
Mitigation
Strategies
Adoption of latest
technology in design,
procurement,
manufacturing,
warehousing and
distribution.
Rapid upgradation
and developing
agility so that it can
respond quickly to
unpredictable
changes
Frequent
sustainable drives
to create
awareness
amongst
customers
Information about
inventory, production
and logistics should be
shared real-time among
all the partners of
supply chain.